Lions Clubs International Foundations (LCIF) needed to launch a Facebook page in order to be able to receive donations via Facebook’s non-profit donation tools. But, starting a new page in 2019 – as organic growth on Facebook across the board dwindled to a trickle – was a huge challenge.
Who is LCIF:
LCIF – Lions Clubs International Foundation – is the charitable giving arm of Lions Clubs International (LCI), a global 1.4-million-member service organization that has been around for 100+ years. Lions Clubs International is focused on its members and service clubs, while the Foundation receives charitable donations and delivers those donations in the forms of grants to support local and global humanitarian efforts.
Low organic growth: The median organic growth for a Facebook page is between 25 and 88 followers per month (0.64% to 2.22% per week). Non-profits typically fall on the lower end of that scale.
Missing a key donation channel: Since 2018, Facebook has been emerging as a transformative online giving channel. Some non-profits have seen more donations via Facebook than all of their other digital channels combined (that’s email, web giving, digital ads, search, and monthly donors).
In for the win:
In order to create a donation platform of some significance a large and varied audience would be needed.
Buzzgen Media paired up organic strategies:
- Targeted editorial calendar
- Active social listening to boost engagement
- Adjusted post frequency
- Strategized best practices editorial – copy, images, and video
With a combination of boosted posts and a clever mix of advertising campaigns (reach, like, and conversion objectives) that were highly optimized to supercharge the follower growth.
Buzzgen Media was able to grow LCIF’s Facebook page grow to 100,000 followers in six months. Those followers went on to create more than 1,000 Facebook Fundraisers in the first few months, resulting in a new donation stream for LCIF that was expected to reach 6 figures in under 18-months.
In 2012, Stanford Graduate School of Business was looking to increase applications to their Executive Education, MBA, and PhD programs using digital channels. At the time Buzzgen began working with them they were not using any paid search or paid social marketing, but were relying on email marketing, direct mailers, and alumni channels to fill their GSB classes.
Who is Stanford GSB:
Since 1925, Stanford GSB has been home to bold thinking, rigorous teaching, and breakthrough research. The University is closely aligned with Silicon Valley, both in who they are and how they think – entrepreneurial, open-minded, and eager to tackle problems – in business and beyond.* They offer non-degree, certificate and full-time degree programs for post-graduate students.
High-end product: This product is highly targeted to a niche market and tuition’s can range from $20,000 to $100,000 for programs that last from three months to more than a year to complete.
No tracking, no digital history: Prior to 2012, Stanford was not collecting any digital data on its programs, online landing pages, or organic social impact on applications.
In for the win:
In four years of working with Stanford GSB, Buzzgen was able to help them go from:
- 6 programs offered online to 14
- No tracking to being able to show ROAS by publisher and channel
- Spending $0 on SEM to having SEM become the #1 source of applications
- Reducing agency fees to 13% of their budget
- 48 applications a year to 231 applications a year
The thing we love about social media is that it shows the vast range of things everyone is doing – traveling, cooking, showing off art (whether that’s photography, nail, hair, makeup, music, flowers, etc.), communicating about issues, work environments, and kids and family.
Businesses have been heavily leveraging this effective medium for at least a decade now – if not longer, and in an unprecedented situation, we now are asked to curtail our social activities. It’s #Stay<bleep>TheHome.
What does that mean for industries that are focused on travel, cooking, and art?
The first thing you need to do is think through a yes-no scenario.
Yes, things are going to get better. No, things are getting worse. Though it sounds terrible (and no one likes a Debbie Downer), this allows you to pick and choose content according to what’s happening in an ever-changing landscape. And you don’t get boxed into a one-direction strategy.
We are now almost all on lock-down. The next bad case scenario is that 1) we stay on lockdown much longer than expected 2) People begin behaving badly and martial law gets enacted.
Best possible case scenarios are 1) WFH provides levity and personal opportunity, 2) things resolve quickly, and the economy rebounds.
So, based on that thinking how does your social look?
First, you are posting WAY less. One or two posts a week are going to be sufficient. This is practical since you won’t have new imagery, your staff isn’t readily available, AND brand traffic on social has crashed. No one is really paying a lot of attention to the things they can’t do (like travel).
Examples of best-case scenario posts are:
- Quick updates on the business – even calling out what some of your employees might be doing remotely.
- Asking questions – How are you spending your time? What are you working on?
- Offering a bit of Zen – Are you meditating today? Here’s an image/thought/etc. to add to your positive health. Helping your audience set intentions and push away the anxiety.
- Letting your customers know you are thinking of them.
- If you have the opportunity, do something fun like lead guided meditations.
- Or take a teachable moment – how to do nail art, best massage techniques, cooking from the pantry. YouTube channels are not that hard to set up if you don’t already have one.
- Bring back the ThrowBack Thursday UGC, and other (more generic) images that are still relevant. Mother Earth is flourishing in our neighborhood.
You should also be doing your social media manually. IF worst-case scenario happens – looting, for example – you don’t want your social to appear frivolously against news of civil unrest.
Sorry to throw that dark cloud out there, but it’s best to think about it in order to be prepared.